On Thursday the Vatican released a statement saying their lawyers in Italy and around the world will "take the proper legal measures" to stop the distribution of the unauthorized photo, even in the media.

"This is a grave lack of respect for the pope, an offense against the sentiments of the faithful and a clear example of how advertising can violate elementary rules of respect for people in order to attract attention through provocation."

Benetton has since removed the ad from their website and issued their own statement and apologized to those who were offended.